Waters' Edge Country Park

Location: The location is miles from anywhere. It is even more hidden away than The Ropewalk (which is nearby). It is, after all, a nature reserve/country park. Nature reserves are, by there very nature, not located in high footfall areas. Nor are they located in shopping areas, malls or High Streets. The road access to the location is hardly busy nor located anywhere near a major transport hub. Casual visitors are a rarity.

Waters' Edge Visitors Centre

Promotion: Where? I drove into the site (Saturday 28/0/10) today and saw little evidence of any promotion. At least there was a sign outside the venue itself but I saw nothing on the drive in. No doubt there were some posters at North Lincs Council locations but as I, and the majority of the population, rarely visit such places there's little hope of that option garnering a great deal of attention.

First impressions: The entrance to The Water's Edge Visitor Centre was flanked by a Help The Heroes stand and a craft/art stand on the other side. In front was a reception and shop. A shop selling very similar products to those sold by the stallholders. Both a direct and indirect competitor.

You also have to take into account that there was a charity stall at the entrance, running amongst other things a tombola. There's also a café in the visitors centre. Another competitor, competing for the limited disposable income of the punters. That's the big problem with any craft/art fair event held at a location which has another function. You are competing for a limited resource. Money. If there are many other competitors, in addition to other stalls, then you're in trouble. In fact, I'd go as far to say that you'd be better off not being there at all.

Captive Market: So why do places like visitor centres, museums etc run craft/art fairs? Well the way I figure it, they hope that the event will bring in income for themselves (stallholders paying for stands, the event will attract greater numbers to their location and stallholders need food and drink). The stallholders are not just paying guests they also are a source of income in their own right. The stallholders are creating a benefit for the host location. They are paying to provide the hosts with an attraction that brings in punters for the host location. So why are the stallholders paying? Seems like the stallholders should be paid by the host location.

General Comments: The event itself....One stallholder was hidden behind a display unit. To get to her stand you had to struggle through a small gap between the display unit and someone else's stall. For some reason people weren't interested in visiting her stall. She was in the most ridiculous position imaginable and she'd paid for the privilege. Now that really strikes me as insane. Is this person so desperate to display her wares that she'd accept a location that precludes the punters from seeing her stall? Mad or desperate? You decide.

Many of the stalls were wedged into the odd nook and cranny between the permanent exhibits. That looked, to me, very unprofessional. I was also left with the impression that it was a matter of pot-luck whether you got a good or bad location to sell your wares. There was a room full of craft stands at the far end of the building, next to the café.

Conclusion: Water's Edge is quite a nice nature reserve, if lacking suitable maps. The visitors centre is a bit of a futuristic carbuncle but considering that the Humber Bridge is the backdrop it could have been worse. As a location for an art/craft fair? It makes a good doorstop. I, personally, wouldn't consider it as a good sales location. 

ADDITIONAL: Comment overheard at craft/art fair at Waters' Edge "this is a bit expensive". Overheard comment from one young lady to another whilst they were contemplating an item with a price tag of 50 pence!